Luxury fashion
Personal styling Shopping ADVISER
beauty
Makeup skin care
fitness
YOGA bodybuilding
P10
P16 P28
P34 P54
P66 P72
travel
P82
food & beverage
P104
child & parent Kids’ Fashion Parenting Baby
FOREIGN
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P114 P124 P130 P136
CONTRIBUTORS: Elijah Whaley / CMO Lea Mao / Art Director Grace Tao / CN Editor-in-Chief Daniel / EN Editor-in-Chief Yuki Lau / Graphic Designer Yunying Zhang / Illustration Artist Vivian Weng / Catalog Curator Zoe Liu / Catalog Curator Mini Lu / Catalog Curator Daisy Fang / Catalog Curator www.litao.lt / Translation
Partners:
thank you
Special
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4
K i m L e itz es foun de d PA RKL U in 2011 because she knew t here had t o b e a be tte r w ay for br ands t o work wit h Chinese inf luencers. S i n c e th en , global br an ds such as Apple, U nilever, Est ée L auder, Lu l u l em on , Book in g. c om , a nd t he NBA have all used P ARKL U t o l a u n c h h igh ly s uc c es s ful K OL market ing campaigns in China. T h e c om pan y puts Ch in a’s t op cont ent creat ors all on one plat f orm a n d a dds c om pr e h e n s ive , r eal-t ime campaign t racking sof t ware and a n a l ytic s . PA RKLU r e gular ly works wit h companies small and large, fr om i n depe n de n t labels to F ort une 100 mult inat ionals. W i t h PA RK LU’s platfor m, market ing t eams can save hours of res e a r c h, impr ove th eir c ommunicat ion wit h KOL s, and t rack camp a i g n s automatic ally us in g market ing t echnology built in-house. The we b - bas e d platfor m an d app compiles essent ial dat a f rom across all o f C h in a’s s oc ial me dia n e t works and let s you aut omat e inf luencer p a y m en ts , r e por tin g an d other t ime- consuming t asks. W e ’ r e pr oud to h av e be e n f eat ured in The New York Times, F orbes, A d A ge , Campaign , CCTV , WWD, Ret ail in Asia, TechNode, and J ing Daily.
ww w . par k lu.c om s a l e s @par k lu.c om
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Leading Social Media and Digital Marketing Platform with Personnel Recruitment
Found in 2008, SocialBeta is the leading digital media in China focusing on digital, social media, marketing innovation and creativity. They cover top marketing and ad news, case studies and resources related to publishing, agency, brand and digital platform. They also provides recruitment services for corporations and job applicants.
SocialBeta owns HUNT Community (the online community for case sharing) and Dujiao Recruitment (the first Chinese digital marketing recruitment platform) WeChat accounts: hisocialbeta
@SocialBeta
0571-86892880
Exploring The Evolution of Communication between Brands and Consumers
Leading Media of Digital Marketing
www.socialbeta.com
The Recruitment Platform of Marketing and Advertising Fields www.dujiao.net
Business Partnershipďźšinfo@socialbeta.com
an
www.litao.lt
The one-stop source for retail intelligence in Asia
InMarket InShops InSectors InTrend
InEvent
InPeople
InTech InTelligence
RetailinAsia.com is the Asia’s pioneer free news website dedicated to the retail industry. Retail in Asia keeps its readers updated with the latest news, trends, reports, events and openings on everything that is happening across the Asian retail landscape. Retail in Asia has also Consulting division supported by a team of executives with over 50 years of combined experiences in the industry.
8
 www.retailinasia.com
s
d n e Tr
Ins
s c i t y l Ana igh
ts
2,634 people around the world subscribe to Influence Weekly to keep up to date on trends, insights, analytics that matter to our industry. Readers include Marketers, Brands, Agencies, Agents, Managers, and Influencers. Contact us: andrew@kampheyapproved.com
 www.influenceweekly.co 9
LUXURY CATALOG
01.gogoboi
Shanghai
Entertainment industry fashion commentator
10
Top mentioned brands: Gucci; Chanel Fashion; Victoria’s Secret Content types: Fashion Fans: 8.7M 8.5M WeChat account: gogoboi
02.江南BoyNam
Beijing
Fashionista passionate about fitness and food 04.左岸潇
Top mentioned brands: Gucci; Shanghai Fashion Week; Taobao Content types: Fashion; Makeup Fans: 3.6M WeChat account: 江南BoyNam
Beijing
Fashion blogger focused on fashion trends Top mentioned brands: Chanel Fashion; ZARA; Hermes Fashion Content types: Fashion Fans: 4M 3.7M WeChat account: 左岸潇
04 03.Dipsy迪西
Chongqing
High-end fashion insider who shares the latest on fashion
05.黎贝卡的异想世界
Guangzhou
Fashion influencer with a focus on personal style
Top mentioned brands: Chanel Fashion; Gucci; Christian Dior Fashion Content types: Fashion Fans: 5.8M 5.7M WeChat account: Dipsy迪西
Top mentioned brands: Beka; Gucci; Chanel Fashion
Content types: Fashion Fans:
3.2M
3.2M 黎贝卡的
WeChat account: 异想世界
03
05
luxury CATAlog 11
06.时尚主播linda
Shanghai
Model and TV host Top mentioned brands: Christian Dior Fashion; Dior Beauty; Roger Vivier Content types: Fashion; Travel Fans: 2.8M 126K
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LUXURY CATALOG
07 07.吉良先生 08.扇子NO_FAN_NO_FUN
Fashion critic and writer
Overseas
Top mentioned brands: OXO; Gucci; Louis Vuitton Content types: Fashion Fans: 2.5M 2.5M
Celebrity makeup artist and stylist Top mentioned brands: Maybelline; Urban Decay; Tmall Content types: Fashion; Makeup Fans: 2.4M
Shanghai
08
09
09.原来是西门大嫂
Beijing
Travel and fashion blogger
10.DEMOGIRL_瀛子
Top mentioned brands: Nike; ZARA; Taobao Content types:Fashion; Travel; Food&Dining; Fans: 1.7M 1.6M WeChat account: 原来是西门大嫂
Shanghai
Top 5 Miss World Shanghai contestant and fashion blogger Top mentioned brands: Essie; HARE; Gucci Content types: Skincare; Travel; Home&Design Fans: 1.2M WeChat account: Jessie瀛子
10
11
11.刘筱bamboo
Shanghai
Fashion aficionado with a focus on art and aesthetics Top mentioned brands: UNIQLO; Chanel Fashion; Celine Content types:Fashion; Travel Fans: 353K 293K WeChat account: Bamboo 专栏
luxury CATAlog 13
LUXURY
CATALOG
12.深夜徐老师 Fashion blogger, photographer and visual designer
Top mentioned brands: Taobao; Gucci; Chanel Fashion
Content types: Makeup Fans:
3M
2.9M
WeChat accountt:
14
深夜发媸
13.Anacoco
Beijing
15.CC倪_
Blogger and freelance writer
Sina Weibo fashion and beauty expert
Top mentioned brands: Paris Fashion Week; Louis Vuitton Milan Fashion Week Content types: Fashion; Makeup Fans: 1.6M 1.3M WeChat account: 时尚生活派
14.桃巫奇edie
Beijing
Top mentioned brands: Gucci; Estee Lauder; Topshop Content types: Fashion; Travel Fans: 1.1M 354K WeChat accountt: CC倪_
16.蘑菇张-NKU
Shanghai
Beijing
Traveler and storyteller
Brand manager of her own clothing brand and fashion stylist
Top mentioned brands: OPPO; WHS; Taikoo Content types: Fashion; Travel Fans: 917K 901K
Top mentioned brands: FITS; Tmall; Lane Crawford Content types: Fashion; Makeup; Travel Fans: 1.2M 1.1M WeChat account: 桃巫奇edie
13
15
16
14
luxury CATAlog 15
Sasha:
Experienced Model, New Mother, Popular KOL All the top women’s fashion brands seem to look perfect on Sasha. Gifted with great curves, she was born to model and moves in front of the camera with ease.
Now a new mom, she holds her baby with one hand while dazzling the camera just like before. As she moves from pose to pose, she shows that becoming a mother doesn’t mean putting your life on hold.
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A former professional model of 8 years, Sasha now works as a fashion influencer and blogger. She has great taste in fashion and a fantastic personal style. This, along with years of modeling experience, has made her a favorite with many luxury brands and fashion labels. She has regularly been invited to shoot for brand campaigns and to be a guest of honor in different brand events. While modeling professionally, Sasha shot for all the big magazines, including Vogue and Elle, which is how she built great relationships with editors and industry leaders. She has also been invited to attend major fashion shows and events during New York, Milan, Seoul and Shanghai fashion weeks.
Personal styling catalog 17 17
If you are alive, dare to try I mainly focus on fashion, but have also dabbled in beauty, fitness, parenting and baby-care. I believe that someone living life to the fullest should be versatile and not limited to one niche. You can try everything and do it fearlessly. My modeling background has given me a deep understanding of the fashion industry. When I started sharing my lifestyle and outfits online, I managed to attract recognition bit by bit.
It’s more fun when you do it as a KOL couple I think that a KOL needs to bring something special to the industry, and I stand out most while shooting. Thanks to my experience as a model, shooting and filming are quite easy for me. What’s more, my husband and I make a KOL couple! Two people are always more powerful than one. We have travelled to Korea, USA, France, Italy, and other countries together. We record each new place from our unique perspectives.
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Record beautiful moments and meet like-minded people I feel very happy and fulfilled. I get to record life’s beautiful moments while meeting like-minded people and seeing a whole different world. This is what life should be about. Of course, behind the carefree appearance there is often tons of hard work. For example, even if you’re shooting in a thin dress on a snow-covered mountain in winter, or under the blazing sun for 10 hours in summer, you still have to maintain a top-notch professional attitude.
Endorses brands through live-streaming, visuals and text Sasha has worked with brands including Lacoste, Tory Burch, Uniqlo, Old Navy, Botkier, Coccinelle, Tissot, and more. She has also done live promotions for Fossil, H&M, and Givenchy.
Personal styling catalog 19
Q & A
w i t h
YA K I
Heart, Soul and Elfin SKR!
Q: What do you blog about, and what are your thoughts about the fashion KOL industry? A: I blog about fashion and beauty. This industry has the most diverse and colorful social circle. It’s a collective of people with good looks, great talent and great bodies, so the competition is really tight, and that in itself can limit one’s self-expression. The people you see around you – your competition – are just so amazing, and the deeper you go into the field, the more absorbed you become, sometimes setting unrealistic standards for yourself. Q: What led you to pursue your career and become a fashion KOL? A: My career started as a fashion editor. That sort of paved the way for me to become who I am today. I slowly developed my own feelings about how traditional media and social media differed. I could see that Chinese girls weren’t learning about beauty and fashion from big fashion magazines anymore, so I started building a small network of influence around me that gradually expanded, and I became an influencer. Q: What makes you different from other KOLs? A: I’d say I stand out easily among KOLs just because of my “elfin” looks. (And that’s not because I have pointy ears!) I don’t project sex appeal or put on a sweet face, nor do I chase the latest trends or pretend to be royalty. I’m sure you get what I mean! It’s just my SKR working on you.
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Q: What is your most memorable experience working with a brand? A: That would be my time working with Korean makeup brand Passional Lover. Coincidentally, that was when Seoul Fashion Week was happening, so I got invited and ended up doing the makeup promotion at the fashion show itself! Because Seoul Fashion Week was a very hot topic in the media during that time these posts from the show were my most successful ever, by far exceeding my usual daily reach.
RAZ
Q: What is your dream career and what do you think about your current career as a KOL? A: Although I’m a fashion and beauty blogger, I am secretly jealous of travel bloggers. While I feel their life of traveling between five continents is not that easy – they have to work constantly on blog content while traveling and stay inspired – I am nevertheless magnetized by their encounters with the oceans, mountains and local customs of so many different countries. Q: What is your biggest regret? A: I regret that when my mother suffered from depression, I was not able to be there for her. I am a thick-skinned person and, because of that, I was not able to feel her pain, and did not even realize how seriously ill she was.
Q: What brands have you worked with, and how do you choose brands to collaborate with? A: Brands I have worked with recently include Christian Louboutin, COCO Chanel, Swatch, FILA, DAZZLE, and Stashd. I work with a diverse range of products. For example, there’s makeup, clothing, watches, accessories and skin care products. I’m open to collaboration when I feel there is apparent synchronicity between the brand’s tone and my personal style. Liking a brand personally is the most important thing for me.
Q: What advice would you give to future fashion bloggers? A: Put your heart and soul into your work, and you will definitely be rewarded. Make sure your content is authentic, fresh and special.
Q: What brand would you absolutely love to work with? A: I would like to work with Urban Decay, since I’ve become a big fan of makeup recently.
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01.韩志恒 Shenyang One of 2017’s Weibo Top 10 Superstars
22
Top mentioned brands: HERSHEY’S KISSES; Content types: Fashion Fans: 2.1M
02.林森男神经-
Wuhan
Live-streaming star Fans:
03.小雪梨梨梨Sherry
1.8M
Guangzhou
Skincare and beauty blogger and live-streamer Top mentioned brands: Orthia; Coreana; ZeroWater Content types: Fashion Fans: 1.3M 1.2M 04.詹小猪Coco
Nanjing
Makeup enthusiast and fashion blogger Top mentioned brands: Shu Uemura; YSL Beauté; Saint Laurent Content types: Fashion Fans: 1.1M
Personal styling catalog 23
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07.miaoruting
Beijing
Filmmaker and fashionista with a focus on Japanese “pure and fresh� style 08.NatashaLau
Top mentioned brands: MIA Content types: Fashion Fans: 1.1M
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24
Singapore
Fashion industry insider
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Top mentioned brands: Christian Dior Fashion; Dior Beauty; ANA Content types: Fashion Fans: 964K
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05.ONE王艺
Amercia
Travel photographer and model
06.七爺Jessi
Shanghai
Street-style fashion and makeup blogger Top mentioned brands: Phillips; Dana; Ferrari Content types: Fashion Fans: 1.1M
Top mentioned brands: Tmall; Estee Lauder; Rituals Content types: Fashion Fans: 1.1M 1.1M
Personal styling catalog 25
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09.陳希子_
Chongqing
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Travel photographer and fashion blogger
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Top mentioned brands: Shopbop; ZARA; OOK Content types: Fashion Fans: 504K
10.赖婧LAIJING Actress known for role in Love Actually (2017)
13.Gyokuu 12.惟babyFashion brand founder and industry blogger Top mentioned brands: ISDIN; ANA; Kangmei Content types: Fashion Fans: 326K
26
Travel photographer and fashion blogger Top mentioned brands: Apple; Valmont; La Mer Content types: Makeup Fans: 273K
Content types: Fashion Fans: 484K
17.就叫常天然
Hefei
Fashion blogger Top mentioned brands: KFC; Midea Content types: Fashion Fans: 11K
16.大森森sss Fashionista and fashion blogger Top mentioned brands: Mederma; ReFa Content types: Fashion Fans: 12K 15.樱颸 Guangzhou Accessories advocate and skincare expert
11.王少女YOKI
Beijing
Style blogger specializing in Japanese fashion trends
Top mentioned brands: Jaeger-LeCoultre; ZeroWater; PAUL HEWITT Content types: Fashion Fans: 61K
Top mentioned brands: FamilyMart; Unilever; PROYA Content types: Fashion Fans: 461K
14.YangFanJame
Shanghai
Men’s clothing blogger Top mentioned brands: Taobao; Chanel Fashion; Gucci Content types: Fashion Fans: 226K 3905
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personal styling catalog 31
15.绒摸摸不扎针
Shenzhen
Hair care blogger Top mentioned brands: ZARA; LEED; Dolly Wink Content types: Fashion Fans: 19K
13.SASSYGAL Taobao store owner and fashionista Top mentioned brands: Sassy Baby; Gucci; Balenciaga Content types: Fashion Fans: 72K
14.杨杨爱吃肉a Taobao model
Zhejiang
Top mentioned brands: Claire’s; Hong Kong Disneyland; MUJI Content types: Fashion Fans: 69K
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14.不枉餘生
Overseas
Model and fashion talent Top mentioned brands: PAUL HEWITT; ICA; Anchor Content types: Fashion Fans: 37K
personal styling catalog 33
Don’t become too commercial
@邓皓文 Calsito
Childlike Innocence Keep a
Many people see me as a beauty stylist and expert in the field.
I used to like sharing some of my work online, along with personal things. Little by little I gained quite a following. After a while, several friends who were working as agents started saying I should try blogging and make my way from backstage to the spotlight. Some TV shows had contacted me before. At first, this kind of work didn’t appeal to me. But, when I was contacted by the Hunan TV show Queen and went to give it a try, I adjusted well to the environment. This was also a very novel experience for me; I found it fascinating and meaningful. Gradually, I started changing my career direction and little by little, beauty blogging became my job.
For me, becoming a beauty blogger was just how things fell into place – everything happened organically.
beauty CATAlog 35
First
collaboration with CHANEL I have worked with many brands in the past few years. My most memorable experience was working with Chanel for the first time, filming a skin care video. They happened to be launching a new skin care product that you had to use with a particular massaging technique. That was my first brand collaboration, and there were many things I didn’t know. I learned that even one short video requires tons of preparation, not only from myself but also from lots of staff. That was also my first time leaving the country, and it was caught on camera to be shown to everyone.
Love
my life right now I am very happy with my job right now, because I do what I love. However, there are also small upsets sometimes, which usually revolve around being extremely busy. For example, I might need to travel to four different cities in a week. Most of the time, these are overnight trips. There is absolutely no time left to explore the city and feel the local atmosphere. Because I don’t have much time off, I usually just stay at home when I get a one or two-day break. I listen to music, browse overseas online shops, and check Instagram for popular trends and fashions ideas from other countries. If it’s a longer holiday and I have more time, I go travelling abroad to experience customs and cultures in other countries and to observe how people dress there.
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Admire
hard-working,talented people Many people say I am their idol. Personally, I have many idols. If we’re talking about women, I love Jolin Tsai (a Taiwanese singer). Once, I saw a documentary about her called If You Think You Can,
Would love to be a food and hotel critic
My fans often ask me what my dream job would be if I weren’t a makeup artist and beauty blogger. I would love to be a food or hotel critic. What matters in life, after all, is eating well and sleeping well. Plus, I really love food and traveling. What can be better than being able to travel all over the world, experience local customs and culture, savor the local cuisine, and experience different hotels! With my current job, though, I hope I’ll always be able to keep my original intent and not start recommending products purely for money. That attitude bleeds into my current work: I am always upfront with companies that I don’t like collaborations to be overly commercial. Instead, I always share earnest recommendations of what I find useful and what I believe is worth trying and using. I also mix in my own ideas about fashion.
You Can. The hard work she has invested into what she loves doing is deeply moving.
I am also drawn to K-Pop boy bands. Their outfits showcase incredible styles unique to each of them. In my industry, I admire my boss the most. He is incredibly talented, both as a presenter and makeup artist. I don’t think I would be taking it too far if I said he was perfect. Finally, I would like to say a few words to those who are interested in the industry, or who have just started, but haven’t made it yet. This appears to be a glamorous industry, and that’s why quite a few people want to get in. First, this line of work requires professionalism, so do your best to work on your professional knowledge and your accomplishments before getting into the industry. Second, keep a childlike innocence, and don’t get stuck on money or personal interest – don’t become overly commercial. Lastly, understand that people follow you because they trust you. Don’t hurt those who trust you.
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I don’t consider being a KOL a career because I truly love makeup. Q: What’s special about you as a KOL?
A：I don’t think there’s anything special about me, but many girls say that they follow me is because my swatches are very precise, and that the color looks exactly the same on them. I also have the same dark lips and yellow skin as they do, so I can a be a point of reference for girls with the same look.
Q: What led you to become a KOL in this industry? A: One day, during my sophomore year, I realized I wanted to do makeup. It really felt like an epiphany. After that, I started devouring Weibo posts and wanting to get all the makeup they were promoting. I saved money and bought it, and then shared posts of my own makeup. Little-by-little some girls started liking the way I tried colors, and those with the same dark lips and yellow skin started to feel I was a good reference for them. That’s how I got more and more motivated. Then one day a brand wanted me to advertise their lip gloss. I was in seventh heaven – it turned out I could shoot lipstick swatches I loved and be paid for it.
Q：How do you usually interact with your fans?
A: The most important thing is to be genuine. I share the small things in my life and let everybody know what’s making me happy or sad. I’m a person of flesh and blood, not a soulless Weibo account. Apart from that, I try my best to answer the fans’questions.
Q: What are your posts usually like?
A: They’re like assignments, mostly on lipstick, then eyeshadow, and lastly skin care.
Q: Do you have any interesting stories from your blogging experience?
A: I was working out in the gym once, and there happened to be a girl there who was following me. She recognized me. I did not see this coming as the place was very small. I was at my ugliest, all sweaty with my face flushed red, and that was my look for the first meeting.
What is your dream job, and how do you see your current career?
A: What I’d love to do most is open my own clothing or make-up boutique where I can sell products I actually want to sell. I don’t consider being a KOL a career because I’m doing this out of sheer passion for makeup.
What are your interests and hobbies?
A: I am very much into exercising right now – I enjoy the feeling of working up a sweat. I also love reading novels, and this is a hobby I’ve had since primary school.
What kind of talent do you wish you had?
A: I wish I had so many talents! At the moment, I would love to know how to play drums. It’s so cool.
Are you happy with your current life as a blogger?
A: I am, because I truly love make-up and skin care!
beauty CATAlog 39
Q & A
w i t h
Q: Why did you pursue a career as a fashion KOL? A: I was interested in beauty and fashion, so I decided to give it a try.
Fu YI XI
Q: What’s your secret to becoming so popular with your fans? A: I take blogging very seriously and always do my homework. Q: What brands have you worked with? A: To name a few: La Mer, Urban Decay, and Bourjois. Q: How do you choose brands to collaborate with? A: My first priority is to choose genuine, acknowledged brands. I see it as a responsibility towards myself and my fans. After that, I choose brands I like personally. Q: What brand would you like to work with the most? A: I don’t have any preference. I’d love to work with pretty much anybody.
Q: What are your interests and hobbies? A: I like watching movies and television. Q: Do you have an idol, or is there someone in your industry you admire? A: Yes. I admire Wang Junkai, a Chinese singer and actor. You might also know him as Karry Wang. Q: What was your favorite trip? A: My trip to Beijing a few days ago. I went to Karry Wang’s concert, and this was my first time traveling by myself. I was to lucky to meet many interesting people, and got to see Karry Wang live. It was amazing. Q: Who or what do you love most in life? A: I love my mom the most, of course. She raised me all by herself, which was not easy at all. I deeply admire her. Q: What advice would you give to aspiring fashion bloggers? A: Remember what got you started, and do what you love.
Remember
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Q & A
w i t h
Eunice
Blogging has enriched my life and brought me a sense of achievement. I’ve learned to enjoy the ride. Q:What do you write about in your blog? A: I mainly write about fashion and beauty. Q: What do you think about this industry? A: First of all, fashion is a way of life and an attitude towards life. One’s sense of fashion and beauty encapsulates their unique style, and it can reveal your personality. At the same time, there is a sense of artistic beauty about it. Q: What made you become a fashion and beauty KOL? A: Ever since I was little, I have always loved beauty. I used to work in a fashion company in Hong Kong, so styling and makeup is right up my alley. Q: What is the secret of your growing popularity among fans? A: I make sure my content is always new and practical so that my fans can experience positive change in their lives by following me. Q: Who are your fans, and how do you usually interact with them? A: My fans are mostly office workers or students. I treat them like friends. Apart from sharing beauty secrets on public platforms, I often chat with them in fan groups. I’m also planning to organize some offline events to interact in-person. It’s a case of putting yourself in other people’s shoes: Once people feel that you do things genuinely, they stick with you. Q: What brands have you worked with? A: Estée Lauder, Anessa, Christian Louboutin, Miss Sixty, Juicy Couture, Uniqlo, Daniel Wellington, Sephora, Peter Thomas Roth, Erno Laszlo and others.
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Q: How do you choose which brands to collaborate with? A: I try my best to choose brands of exceptional reputation and product quality.
Q: What brand would you like to work with the most? A: At the moment, I would love to work with La Mer the most. After all, I love using their makeup! Q: What are your interests and hobbies? A: Working out and dancing. I go to the gym or take dance classes whenever I have the time. Q: What talent do you wish you had? A: I wish I could eat all day and never get fat... Just kidding! At the moment, I wish I could make a breakthrough in my filming and producing skills, and I want to act in a self-directed short film one day. Q: Are you happy in your current life as a blogger? A: Pretty happy. Although I feel exhausted at times, it’s very fulfilling, gives me a sense of achievement, and has made me a better version of myself. I have learned to enjoy the ride. Q: What advice would you give to aspiring fashion bloggers? A: Focus on learning and never give up. Continuously improve your skills because this will give you credentials to guide your fans. Stick to your choices and you will see one day that all the good things and luck that come your way are actually the sum of your own effort. Q: Have you worked with PARKLU？ A: Yes, I have. PARKLU is a very professional platform and I feel reassured whenever I work with them.
beauty CATAlog 41
01.张凯毅Kevin
Heilongjiang
Fashion insider with an eye on makeup trends
42
Top mentioned brands: JD; Taobao; JUMEI Content types: Makeup Fans: 6.8M 4.7M
03.Rika0_0
Shanghai
Brand representative for Blossomy and industry KOL 02.嗖哩欧尼 Campus blogger who livestreams shopping trips and promotes makeup and apparel
Top mentioned brands: ZeroWater; ZARA; BELLA Content types: Makeup; Fashion Fans: 2M 1.2M
Top mentioned brands: LEED; Belif; SNP Content types:Makeup; Fashion Fans: 2M
02
04.Uni颖儿
Guangdong
03
Fashionista, beauty store owner, and product reviewer Top mentioned brands: ZeroWater; NOV Content types: Makeup; Fashion Fans: 1.6M 710K
04
05 05.雪碧Mili
Guangdong
Beauty blogger and product reviewer Top mentioned brands: Tmall; Urban Decay CHANEL BEAUTE Content types: Makeup Fans: 1.5M
Makeup CATAlog 43
06.书瑶shuyaoo
Beijing
Shares content about shopping, makeup and skincare tips
44
Top mentioned brands: Bobbi Brown; Nars Cosmetics ETUDE HOUSE Content types: Makeup Fans: 1.2M
07.Mor
Beijing
TikTok celebrity with a focus on makeup videos Top mentioned brands: Chanel Fashion Content types: Makeup Fans: 1.1M 26K
08.安妮时髦精
Shanghai
07
Exclusive Rayli model and fashion blogger Top mentioned brands: Gucci; Christian Dior Fashion; Daniel Wellington Content types: Fashion Fans: 1M 1M
08
09. 丁大王Debbie
Shanghai
Makeup artist who teaches how to recreate different looks Top mentioned brands: Taobao; Dex Content types: Makeup Fans: 1M 295K
09
10. 走向世界的彭美丽
Sichuan
Makeup aficionado and photographer
10
Top mentioned brands: LEED; MAC Cosmetics New York Fashion Week Content types: Makeup Fans: 874K
MakeuP CATAlog 45
15
15. Avry猪猪君 Skin care and makeup product influencer Top mentioned brands: ZeroWater; Estee Lauder Yue Sai Content types: Makeup Fans: 650K
14
14.睿睿cheryl
Shanghai
Fashionista and beauty blogger Top mentioned brands: Lancome; Estee Lauder; Tmall Content types: Makeup 粉丝: 673K 647K
12.suki超爱吃的 Makeup expert and beauty editor Top mentioned brands: Suki; Taikoo; Lane Crawford Content types: Makeup Fans: 783K 658K
46
12
13.深夜种草的翠花 Beauty blogger Top mentioned brands: Taobao; La Mer; Tmall Content types: Makeup Fans: 757K
13
11
11.博妞_Bonny
England
Sexy, domineering makeup guru Top mentioned brands: Estee Lauder; Huggies; Lancome Content types: Makeup Fans: 1M 958M
Makeup CATAlog 47
19.Erika_ishida Makeup tutorial creator Top mentioned brands: Estee Lauder; Lancome; L’Oreal Content types: Makeup Fans: 458K 205K
48
16.我是吴禹阿
Shanghai
Skin care and makeup expert and fashion stylist Top mentioned brands: ZeroWater; Estee Lauder; Apple Content types: Makeup Fans: 636K 621K
17.pppppp-pink Fashion insider Top mentioned brands: HARE; YSL Beaute; OLAY Content types: Makeup Fans: 632K
17
16
18.章可妍
Shanghai
Fashion insider Top mentioned brands: Johnnie Walker; JW Marriott Hong Kong Airlines Content types: Makeup; Fashion Fans: 604K
20.笑cry的小仙爷
Zhejiang
Hair, makeup and skin care blogger
20
Top mentioned brands: Darphin; ISDIN; CHANEL BEAUTE Content types: Makeup; Fashion Fans: 328K
18 Makeup CATAlog 49
21.蒲儿姓蒲
Guizhou
Makeup tutorial creator Top mentioned brands: ZeroWater; VT Cosmetics; Neogen Content types: Makeup; Fashion Fans: 363K
50
21.阿朵拉Adora
Beijing
22.Raku拉库
Product reviewer with a focus on eyeshadow and lipstick Top mentioned brands: BECCA Cosmetics; ANA Enzymatic Therapy Content types: Makeup; Photography Fans: 293K 171K
Shanghai
Male beauty and skin care blogger Top mentioned brands: Lancome; Estee Lauder; L’Oreal Content types: Makeup Fans: 258K
23.元小双 Makeup guru with a focus on everyday makeup and makeup transformations Top mentioned brands: Apple.; Ray; ZeroWater Content types: Makeup Fans: 193K
21
24.夏小雨Keira
Beijing
Makeup transformation blogger Top mentioned brands: Eve Lom; Povos; Lancome Content types: Makeup Fans: 168K
23
22
24 Make up CATAlog 51
25.大姚shirely
52
Jiangsu
27.二沈
Zhejiang
Makeup brand founder and blogger
Makeup content creator
Top mentioned brands: POLA; Céline Content types: Makeup Fans: 141K
Top mentioned brands: Taobao; Roxy; Jo Malone Content types: Makeup Fans: 93K
26.國寧Doris
Beijing
28.吐司猪狗
Beauty and makeup blogger
Hunan
Makeup blogger and info content creator
Top mentioned brands: SYR; Flip; Mario Badescu Content types: Makeup Fans: 120K
Top mentioned brands: Clinique; Dior Beauty; Nars Cosmetics Content types: Makeup Fans: 48K
26
29.Emoi-E锅
28
Jiangsu
Fashion and makeup video content creator Top mentioned brands: COS; Hin Sang; Royal Never Give Up Content types: Makeup Fans: 33K
29 31.刘凯LK
Beijing
CCTV7 show Outdoor Date stylist Content types: Makeup Fans: 9.5K
30
30.Linkou卢琳子
Zhejiang
Makeup blogger, fashion and makeup video content creator
31
Top mentioned brands: Taobao; CASIO Content types: Makeup Fans: 28K
Makeup CATAlog 53
skin care CATALOG
03
02.LU一丝
Zhejiang
Fashionista, beauty blogger, and fashion and makeup content creator
02
01.陈子蜜
Overseas
Top mentioned brands: Lancome; Estee Lauder; Taobao Content types: Makeup Fans: 1.5M 80K
Fashion talent and beauty supplement brand founder
01
54
Top mentioned brands: Tmall; ZeroWater; Outdoor Research Content types: Makeup Fans: 2.8M 2.5M
03.彬彬爱冉宝贝
Jiangsu
Fashion and makeup content creator Top mentioned brands: Estee Lauder; L’Oreal; Lancome Content types: Makeup Fans: 1M 1M
04
04.杜予瑄
Beijing
05
Kimiss celebrity and makeup expert who has worked on films including The Unfortunate Car (2012) and Iron Man 3 (2013) Top mentioned brands: Lancome; Dior Beauty; Tmall Content types: Makeup; Fashion Fans: 986K
05.右右文
Shanghai
Online shopping fanatic and skin care specialist Top mentioned brands: Marie Dalgar; Lancome ETUDE HOUSE Content types: Makeup Fans: 933K
Skin Care CATAlog 55
07.VK大魔王
Shanghai
Fashionista, beauty blogger Top mentioned brands: Nars Cosmetics; L’Oreal; Lancome Content types: Makeup Fans: 922K
07
08.Angelica_小妖 08
Guangdong
Fashion and makeup content creator, and authorized Sina Weibo content contributor Top mentioned brands: Estee Lauder; ICA; Kiehl’s Content types: Makeup Fans: 848K
09.毛小星Ryan
Shanghai
Former China marketing manager for Chanel and Dior, and and current Taobao shop owne
09
56
Top mentioned brands: NBA; Estee Lauder Chanel Fashion Content types: Makeup Fans: 1M
10.郭果果mint
Zhejiang
Makeup blogger and Toutiao contributor Top mentioned brands: Taobao; IPSA; Dr. Hauschka Content types: Makeup Fans: 898K 851K
10
11.杨宛w
Zhejiang
Makeup and skin care expert with an extra talent for hair, and current Taobao shop owner Top mentioned brands: Shanghai Fashion Week ZeroWater; Huanghe Content types: Makeup Fans: 840K 773K
11
Skin Care CATAlog 57
16.解文504
Taiwan
Pharmaceutical industry insider-turned-blogger who specializes in makeup-meets-health Top mentioned brands: Estee Lauder; ZeroWater Chanel Fashion Content types: Makeup Fans: 534K 533K
58
12.FnRos
14.Rachel_小静酱
Bejing
Makeup talent, fashion editor, and Sina Weibo blogger
Makeup vlogger Top mentioned brands:ds: Make Up For Ever; Bobbi Brown; Nars Cosmetics Content types: Makeup Fans: 792K
12
Guangdong
Top mentioned brands: Estee Lauder; Lancome; LANEIGE Content types: Makeup Fans: 570K 544K
14
13.闻妞妞
Beijing
Makeup writer for Kimiss.com, and fashion and makeup content creator Top mentioned brands: Estee Lauder; Shu Uemura; OHUI Content types: Makeup Fans: 740K
13
15.健兴班長
Shanghai
Fashion industry insider with 11 years of experience Top mentioned brands: SHISEIDO; Marie Dalgar; Caudalie Content types: Makeup Fans: 555K 551K
15
Skin Care CATAlog 59
16.小柚子是壮家妹子 Makeup talent for Meilapp.com and Mingxing Yichu platform expert Top mentioned brands: L’Oreal; Paris Fashion Week Giorgio Armani Beauty Content types: Makeup Fans: 531K 34K
16
20._Cccharlotte_
Shanghai
Blogger with a focus on makeup swatches and lifestyle content Top mentioned brands: CROWN; Cult Gaia; For love & lemons Content types: Makeup Fans: 12K 21.SHERRYSMH
Korea
Makeup swatch expert and skin care tutorial creator Top mentioned brands: Apple; Nars Cosmetics Giorgio Armani Beauty Content types: Makeup Fans: 37K
21
60
20
17.格格baby啊
America
Makeup and nature lover Top mentioned brands: Taobao; Rexona Content types: Makeup Fans: 284K
17
19
18.ANNbition
Shanghai
Makeup and fashion blogger, and Taobao store owner Top mentioned brands: Taobao; BVLGARI; ZARA Content types: Makeup Fans: 331K
18
19.Locohepta Makeup blogger Top mentioned brands: Innisfree; Estee Lauder Giorgio Armani Beauty Content types: Makeup Fans: 412K 4.7K
Skin Care CATAlog 61
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Fitness CATALOG
XIAO JIE: New Street Dance is Born When East Meets West 2008: Champion of CCTV5 M-ZONE national street dance competition in the men’s singles category 2010-2014: Four-time consecutive winner of Keep On Dancing, an elite global street dance challenge 2012: Runner-up of Juste Debout World Street Dance Competition in France 2013: Voted the most popular contestant of a China’s So You Think You Can Dance and the only street dancer to make to finals
2014: Invited to be a judge of the WDC International Street Dance Competition in Japan, becoming the first Chinese dancer to act as a guest judge in the country
2015: Runner-up in POPLOCKBOX, an international street dance competition in Japan 2015: Invited to choreograph the CCTV show Qunyinghui (Gathering of Heroes) 2015: After the Street Dance Chapter of the Chinese Dancers Association was established, appointed Deputy Director of the Standing Committee of the Sichuan Union
2017: Performed at CCTV-1 Spring Festival Gala 2018: Dubbed the “God of War” of street dance after participating in Hot Blood Dance Crew, a Chinese reality show produced by iQiyi
D D D D D D D D D N D N D N D D N N N N A A A A A A
Making traditional performers recognize street dance through a fusion of East and West
“Apart from sleeping and eating, there’s nothing else in my life but dance – that’s how passionate I am about it.” Xiao Jie has been in street dance since 14. He became a city champion while still in middle school. Although, at the time, his family disapproved at first, his persistence moved them. He went to Beijing to continue his studies and won silver in the Beijing TV Street Dance Competition. Xiao Jie says dancing is the only thing he needs in life apart from eating and sleeping. In Beijing, Xiao Jie met his first teacher, Feng Zheng, a veteran street dancer and Korean dance instructor. One year later, Xiao Jie started gaining influence on the dance scene thanks to the nationally televised M-Zone street dance competition. At the beginning of his dance career, Xiao Jie was “not even able to pass auditions in China,” he recalls. “I even started doubting if I was simply not suited for street dance. Later on, totally by chance, I went to compete in a street dance competition in Japan. I even had to borrow money for that trip, and I was thrilled to reach the semifinals. After returning to China, I never left empty-handed again whenever I competed locally.”
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Once you come into public view, you don’t only receive praise, no matter how outstanding you are. Xiao Jie said that achievements speak for themselves when you’re faced with negativity. “I’m a four-time consecutive world champion, yet there may still be people who dislike me, but I don’t care. I just keep at it and focus on my field.” Before interviewing Xiao Jie, I watched one of his earlier interviews, in which he said that he not only wants to inspire young people to get into street dance, but also gain support and recognition for street dance from traditonal performers. But how can people’s perception of street dance change? “Fusion.” He explains.“If you add Chinese thought and humor to street dance body language, it takes on a totally new and interesting face. Foreigners also love it if you mix unique elements of Chinese culture, such as traditional opera and its characters, into Western street dance — just like I did in my Monkey King dance.Street dance differs from traditional in that it emphasizes a kind of feeling rather than having lots of rules and restrictions.” Xiao Jie is very optimistic about the future of street dance in China. “Recently, the Chinese Dancers Association established the Street Dance Committee. They will be looking into the best ways to teach street dance classes that retain unique Chinese culture, be well received by foreigners, and spread positivity.”
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Be dedicated to your work, stay true to yourself, and remain humble Xiao Jie’s favorite Chinese dancer is Yang Liping because she is dedicated and refined. Once she has figured out what works for her, she sticks with it. Among foreign artists, his idol is Tony GoGo. “He was Michael Jackson’s teacher, and he’s also mine,” Xiao Jie laughed. When I ask him to share the secret of his success, he laughed modestly. “Success? I’m still on my way. The path towards success is full of exploration, and the most important thing is your personality. But, at the same time, you can’t get fixated on things. People say you have to stay true to yourself. However, as you get to know yourself better, it is also essential to constantly grow and see you strengths and weaknesses clearly instead of just blindly pushing through.” To young people who want to pursue a street dance career, Xiao Jie offers this advice: “You have to be dedicated and remain humble. Also, you need to be confident. When you find yourself on stage, no matter how you dance, you first need to have the courage to dance, the courage to express your shameless’s side, courage to take this step. “But if you are always living in fear, thinking that you need your dance to be perfect before performing, you’ll never get close to the stage.”
“ My fans used to buy shampoo I endorsed by the box.” Xiao Jie’s commercial collaborations are mostly short-term endorsements, performances or open classes. On social media, he is active on Weibo and Douyin. He works with brands from various industries, including lifestyle, food, clothing, and gaming. These include Head & Shoulders, Chips Ahoy, TOREAD, Fantastic Westward Journey (a popular video game), and Tianfang Yetan beverages. His posts are mostly dance videos and pictures. “My fans are unbelievable — They don’t reject any commercial content. When I worked with Head & Shoulders and Tianfang Yetan soft drinks, they used to buy the shampoo and the drinks by the box,” Xiao Jie says. He couldn’t be more convinced about influencers’ ability to endorse products. Normally, Xiao Jie interacts with his fans on Weibo and also maintains his fanbase through meet-ups.
R R R R R SCAN FOR MEDIA KIT
gt Seekin e es in Ch of ce ssen he e
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I love traditional handicrafts and exploring nature on my own. Besides my job, I enjoy traditional handicrafts. Because I’m a teacher, I spend many hours talking. Therefore, I am always looking forward to my time off work when I no longer need to speak. Creating anything with my hands is the best way to fulfil this longing for silence. I have visited many artisans who engage in the ancient practice of incense-making, and they passed it on to me. They create the healing aromas by following the traditional methods rigorously, and the fragrances are made by hand. In my spare time, I light a stick of this incense, brew some tea and practice Taichi: That’s the real pleasure of life. If I could learn just one more skill, it would be painting. As the Buddhists say, “Mind, just like the painter, can paint the different worlds.” I really wish I could draw out all the beautiful paintings I have experienced in my mind and share them with people. I also love traveling, and you could say I’m always on the road. This is because of my work commitments. I frequently travel for shoots and lectures. After arriving at a new place, I like to stroll around a bit and experience the local customs. However, what I enjoy most is not related to business travel. Every year, I forget my work, put on my backpack, and head out alone to the Zhongnan Mountains. I go there to do Zazen in an ancient temple. Exploring the valleys on my own is my traveling pastime.
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dition
al medicine an dy
Yuan Hetang - Mi Luo • • • • • • •
A pioneer of integrating yoga and traditional Chinese medicine Head of TCM & Yoga at the Chinese Association of TCM The founder of Yuan Yoga Seventh-generation disciple of Chen Zimen, Chen Zimen, a unique school of traditional Chinese pediatric medicine (a unique school of traditional Chinese paediatric medicine, established in mid-Qing dynasty and named after its founder) Author of best-selling books
yoga
I hope to collaborate with brands that put quality first and value aesthetics. Some brands that have repeatedly sought me out for collaborations include COFCO, Beijing Enterprises, Chow Tai Fook, Li-Ning, The Palace Museum, and Huawei. I like to work with brands that put quality first, emphasize aesthetics and values, and are positive about life. In tech, I would love to work with Xiaomi, mostly because their designs are down-to-earth, practical, and aesthetically pleasing. They’re minimalist yet high-quality. The company works on making our lives more convenient as well as allowing us to enjoy the pleasures of technology. This is the direction I have always worked towards in my yoga practice. For sports brands, I would like to work with Adidas the most. I have always loved the idea of yoga clothing that could express the spirit of Chinese culture.
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A Y E Y R O O G T G C A R A TETEGO GY YOG Y
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04. 王楚函 Beijing Yoga & spirituality teacher Top mentioned brands: Sulwhasoo; LEED Content types: Fitness Fans: 215K WeChat account: 王楚函
CA
C O R Y YO GA
G R A CA AT E T E E G GO YOG O G O RY Y O G RY TE A
E E G G Y R O Y O O G GA Y A TE C
Y
G R A CATE AT E G GO YOG O E Y R O Y R O G RY TEG A Y
O T Y O GA G CAORYY YOGA CCAT A
YO A C A A G O A Y O RY GA CA CA TE G O O T T CA
G C R A Y O Y G T O E A AT Y YOGA C GA C
A CA RY
E A C ORY AT TEG G YO C C A Y YO A CAGA R G O A C Y T C Y O
G G TE GORY YOG A
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EG CATE YO GA AT A GORY Y GA C OG TE 02
06
06. 流浪的瑜伽客 Yoga enthusiast
03
03. 穿草鞋的小灰灰
Shenzhen
Overseas
Top mentioned brands: CLOSED Content types: Fitness Fans: 180K
Yoga instructor, food connoisseur and official KOL with LY.com and Lotour Top mentioned brands: Disney Baby; ZeroWater; Hermès Content types: Fitness; Travel; Food Fans: 464K
02. Rosie的瑜伽乐园 Xi’an Full-time traveler and yoga enthusiast Top mentioned brands: Victoria’s Secret; illi; Samyang Content types: Fitness Fans: 549K
05. 就是这个潇
01. 我是YEAH老师 Exercise and weight-loss KOL Top mentioned brands: Under Armour; Dooky Content types: Fitness Fans: 632K
Harbin
Sports blogger and rising Weibo star
05
Top mentioned brands: NBA; GOO.N; Li-Ning Content types: Fitness Fans: 184K
01
YOGA CATAlog 69
y
08. jessica何耀辉 Beijing Nike China coach and sports blogger Top mentioned brands: Nike; ICA; ANA Content types: Fitness; Parenting Fans: 59K
08
12. Adrian安杰 Yoga enthusiast
Xiamen
Top mentioned brands: KYE; Havaianas; Bless Content types: Fitness Fans： 6K 12
70
07
o
07. 雪融雪融
Beijing
Sina Weibo sports content creator, Taobao store owner and sport blogger Top mentioned brands: lululemon; Taikoo; Robam Content types: Fitness Fans: 77K
10. Yoga美澄
Shenzhen
Sports blogger and Sina Weibo official content creator Top mentioned brands: Pure Encapsulations; ANA; Lorna Jane Content types: Fitness Fans: 35K
g
11. Poorna苗
Founder of O-Yoga China Institute and book author
A
Top mentioned brands: Front Row Shop; Apple; ReFa Content types: Fitness; Fashion Fans: 11K
10
09. 林敏瑜伽
Changsha
11
Beijing
Lululemon brand ambassador, visiting yoga instructor at the Asian Academy for Health Management & Sports Science, and author of several yoga books
09
Top mentioned brands: lululemon; Issey Miyake; Malaysia Airlines Content types: Fitness; Fashion Fans: 54K
YOGA CATAlog
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They Call Her the “Kardashian” of Jingan
Q & A
w i t h
Miniie
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I’m a cheerful, sunny person, and I’m good at noticing the tiny, beautiful details of everyday life and sending positive energy. I started exercising in 2013. I’ve been sharing my everyday achievements and improvements on Weibo since then. I noticed how my body has slowly begun to change – especially my booty curves. Fans started asking for advice more often, so I started live-streaming. I’ve used this as a platform to share my fitness experience, hoping to help them achieve their fitness goals.
I incorporate fitness and fashion Having worked as a fitness blogger for so many years, I can say there are two types of fitness. First is professional fitness, and fitness bloggers from this category work at becoming bodybuilders. The second is health and lifestyle blogging, and these bloggers share advice about fitness and jogging. I, on the other hand, try to incorporate the idea of fitness into fashion by breaking the primitive and outdated belief that fitness is all about muscle. I like to bring the concept of aesthetics to my fans instead.
Brand products are gifts to my followers Of course, I collaborate with some fitness brands I personally trust and events I approve of. I’ve worked with New Balance, Nike, Color Run and others. Often, I give away some of the brand products as gifts, as well as some items I use every day. My most memorable experience working with a brand was my very first collaboration. I went to Jeju Island to film but the weather was not great, and we shot while I was completely soaked from the rain. Despite this, I unexpectedly received some really good feedback from the brand. The life of the modern blogger is hard yet, at the same time, happy. I hope my sunny personality rubs off on those around me.
When my fans created a WeChat fan group, that made me feel so loved Two years ago, when the live-streaming trend started, I jumped on the bandwagon out of curiosity and started attracting attention. Fans really engaged with me and that kept me motivated. They even created a WeChat fan group where I could reply to their questions about fitness. They kept pulling more people into the group, and the whole thing moved me deeply. That made me put all my heart into my social media account, and I found myself making headlines on WeChat. After a while, I moved my fans to my Weibo page, where I post fitness photos, stories and videos. I also do giveaways to show gratitude to my fans. I feel incredible warmth towards them. Sometimes during live-streaming haters try to ruin the session, but my fans always stand up and support me in fending them them off. It makes me feel. I always stay true to myself, maintain my works’ original vision, and – instead of tons of brand collaborations – I focus on sharing my daily routines with fans.
body building CATAlog 73
Sharing positive energy through dance
seeking new challenges
Mu Tong Mu Tong was a popular contestant on So You Think You Can Dance China, took part in the UDO World Street Dance Championship as part of the Chinese group KOD and is a frequent guest judge at major dance competitions. In total, Mu Tong’s dance career spans 15 years, but he still continually seeks new challenges.
Working with Brands:
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Some brands I’ve worked with are Adidas Originals, KOD, Ermenegildo Zegna, Hugo Boss, and PEACEBIRD. When choosing a partner, I normally look for trending brands. Of course, I look forward to cooperating with other kinds of brands too.
D
DANce Dance is my best friend
I come from a generation that was influenced by Michael Jackson and H.O.T., a Korean idol group. At that time, I was still in middle school, and we all thought they were super cool. We dreamed about dancing like them. When I started dancing, I realized that dance is my best friend. I think dance is the closest you can get to your truest potential. When dancing, you become immersed in it, surrender, and forget about everything else.
Follow your heart and stay true to yourself
I’m a candid person who jokes around a lot, and I’m really enjoying life at the moment. My work lets me share my life and thoughts with lots of friends and dance lets me bring positive energy to my fans. My fans are mostly girls. I often chat with everybody in the fan group chats and live-stream to build a more personal relationship with them. Occasionally, I do lotteries and prize giveaways to show my gratitude for their support. Some of my fans want to become dancers and build careers as KOLs too. I tell them often that I hope they follow their hearts, be themselves, and commit to doing what they enjoy. It may not be easy at the beginning, but you will certainly get there if you don’t give up.
body building CATAlog 75
04.éš?çżźLink
America
Weibo fitness blogger and Sina Weibo sports content creator 03.alextang888
Guangdong
Sports blogger and healthy diet advocate
Top mentioned brands: EGO; Coach; Rituals Content types: Fitness Fans: 335K
Top mentioned brands: NFL; OPI; Tegu Content types: Fitness Fans: 336K 202K 03
body 04
05.ShellyLiuSH Founder of fitness brand Stay Sexy Top mentioned brands: Taobao; Enzymatic Therapy; Alexis Content types: Fitness Fans: 235K 05
76
06.桑禹涵Sky
Beijing
Sports model and bodybuilder Top mentioned brands: ICA; Jason; VIPSHOP Content types: Fitness Fans: 191K
06
BUILDING 01.Lara殿
Australia
2016 Australia IFBB Bikini 2nd place winner, 2016 Australia’s Women’s Natural Body Sculpting Novice 2nd place winner, and 4th representing Australia in the 2016 World Natural Bodybuilding Federation
02
Top mentioned brands: Lorna Jane; Tmall; OMI Content types: Fitness Fans: 528K WeChat account: lara-fitness 02.邓梓杭Jason
Beijijng
Weibo sports blogger 01
Top mentioned brands: Jason; OMI; Adidas Content types: Fitness Fans: 353K 282K
77
08.GiGiG Model and fitness enthusiast 10.诺佳Nokia
Beijing
Top mentioned brands: Kanon; VOV; Ufc Content types: Fitness Fans: 124K
Official KOL for Li-Ning, and brand ambassador for Nutrend and Super Soco Top mentioned brands: Nokia; CIRCUS BOY BAND; Sante Content types: Fitness Fans: 92K
08
10
07
07.一介粗人_ Co-founder of AlphaGym and National University Student Bodybuilding Competition champion
09 09.Liszt-李灿 Founder of fitness studio Power Studio and advocate of healthy eating and scientific exercise
78
Top mentioned brands: CIRCUS BOY BAND; Want Want; Nathan Content types: Fitness Fans: 119K
Top mentioned brands: ICA; Essie; Gold’s Gym Content types: Fitness Fans: 132K
11
12
11.阿阿雨zzz
Zhejiang
12.女王爱健身-娴哥
Hangzhou
Leopard coaching staff and running enthusiast
Sina Weibo sports video content creator
Top mentioned brands: CIRCUS BOY BAND; Alpinestars; ZeroWater Content types: Fitness Fans: 64K
Top mentioned brands: Taobao; ZeroWater; lululemon Content types: Fitness Fans: 52K
15. iFitStar崔凯峰
Beijing
Fitness coach at iFitStar gym Top mentioned brands: Alpinestars;Adidas;Nike Content types: Fitness Fans: 25K
15
17. 孙孙孙欧阳
F
Sichuan
Kickboxing, MMA, and Muay Thai athlete
17
Top mentioned brands: Super; DESCENTE; Calvin Klein Content types: Fitness Fans: 23K
13.Flora--花花 Spokesperson for OLIMP and 2017 China Fitness and Bodybuilding Open champion Top mentioned brands: CIRCUS BOY BAND; OXO; UFC Content types: Fitness Fans: 32K 13
80
T
T
14.Yorke邓
Guangdong
China Bodybuilding Association National-level fitness coach and Chinese brand ambassador for Precision Nutrition Top mentioned brands: Nathan; CIRCUS BOY BAND; Vita Coco Content types: Fitness Fans: 25K
14
16
16. Alina李楠
Shanghai
2014 National Fitness Championship Miss Bikini and 2012 Miss Fitness champion, 2012 National Zumba Challenge champion, and 2011 Les Mills Body Pump Challenge champion Top mentioned brands: Garden of Life; Arena; Kerry Centre Content types: Fitness Fans: 24K
body building CATAlog 81
Shun works with these brands: Travel platforms: Ctrip, Klook, Tuniu Accommodation providers: Airbnb, tujia.com, booking.com, Hilton Hotels Tech: Huawei, GoPro Governmental tourism departments:
Philippines Department of Tourism, Las Vegas Tourism Bureau, Ecuador Ministry of Tourism Automotive: SAIC Maxus, Volkswagen, Ford Brand collab wish-list: BMW, Audi, Adidas, Nike
62 Countries and Counting
Stories from a travel experiencer
-Yao Shun
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84
I have a pretty strong character. Before graduating from university I took a gap year and traveled to 42 countries, and even made several thousand dollars. This is when the second chapter of my life started – being a travel experiencer.
SHUN became a travel blogger after visiting 42 countries during his gap year
Because I love traveling so much and have visited countless places, I started writing a blog. To show destinations and different ways of living one’s life holistically, I started merging travel with other topics like sports, lifestyle and food. I also have lots of interests and hobbies. I might go to the U.S. to parachute, the kind where I can jump solo. I also know how to paraglide and am a certified scuba diving instructor. When time permits, I love to go surfing, kite-surfing, skiing, ice-skating – anything that’s badass, really. Despite all my years of traveling, my favorite trip is still my first 100-day voyage on a train from Beijing to Rome. This trip turned out to be a key to a whole new world for me. At that time, I was young and inexperienced going through unforeseen challenges in distant lands. Although quite poor, I was very happy and found joy in simplicity. As a blogger, I have a consistent feed of new content where I explore new worlds and learn skills continuously. My daily posts are inspired by my life and travels. In short, what I share is who I am – I do not brag or exaggerate.
What’s your most memorable experience working with brands? Any horror stories?
Shun organizes meetups with his fans and enjoys talking with them personally
My most memorable experience was retracing the Silk Road, which I did when working with Chow Tai Fook. Having been selected by them, I felt that I could do what I wanted to do and go to places I wanted to visit anyways while making some content along the way. The coolest thing about working with brands like these is that they give you lots of trust and freedom.
My fan-base is 70% female and made up mostly of students and professionals. I engage with them frequently and personally reply to most of the comments. I also like to share posts, create contests, give away some souvenirs from my travels – Sahara Desert sand, for example.
Of course, there have been some collaborations that went less smoothly. Once, I worked with a brand that had a very weak operational capacity. The accommodations and F&B they arranged were very poor and, while the itinerary was all planned out, the planning was uncoordinated. The journey ended up being stressful and highly uncomfortable.
Every year, I organize a few of fline events to meet with the fans. Some of them spend a few hours on the train just to come and participate. I wish that people who like me can grow collectively, and together with me, and become better versions of themselves. This is my whole purpose in sharing my experiences.
Who is your favorite blogger? I follow ‘270夫妇’. The richness of their travels is dif ferent for anyone to replicate. They make their own money, they spend it and, while traveling, do so many amazing things. I truly admire them!
What is your biggest regret? I regret that during my college years I did not fall head-over-heels in love. Most of my time was spent studying, working and traveling.
travel CATAlog 85
Grace’s dreamland
Grace is the Chinese editor of PARKLU’s theINSIDER magazine. A travel blogger and a hotel reviewer, she represents Springtour and Fliggy.
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The path to popularity is tough and lonely Although I have a very busy fulltime job, I have dedicated every spare moment I have to following my dream. In doing so, I have given up almost all of my down-time. Once, I wrote an article entitled “What Is It Like to Be a KOL? A Day in the Life of a Celebrity Blogger”. In it, I said this: “Many people try to create an official WeChat account or post on Weibo because they have seen the beautiful side of the KOL industry, but becoming popular is a difficult and lonely process.” I can only double-down on that now. To take a social media account from 0 to 1, you not only need to make high-quality content tirelessly and think creatively, but also have an exceptionally business-oriented mind and promotional channels. Establishing and running a social media account is actually not an easy business path. The people you admire are those that have persevered. Fashion blogger @Doufu525, who I once interviewed, said, “Before I became a freelancer, no matter how busy I was, I would continue writing once I got home. It was normal for me to go to bed at 2:00 or 3:00 a.m. and get up again at 6 or 7 in the morning to go to work.” Another fashion blogger, @Eve, said, “The one thing that’s shared by every successful KOL is the tenacity – our relentless learning in our professional areas, our maintenance of social circles, and our rigorous management of our bodies and look.” So, forget about serenity or glitzy extravagance. Behind the bright lights, it’s mostly a mundane picture of drafting and editing copy, along with trying to keep up with industry news. And all this comes after getting off from your full-time job.
A beauty blogger once said: “If you are not a KOL with several million fans yet, you still need to work hard to catch up with others after you have finished work, which can bring a lot of anxiety. You only see the success of a small group of people who often have a whole team to help them. For most people, that is not realistic.” Like I said, the process of getting from 0 to 1 is a difficult and lonely path. Luckily, I love the grind. That’s because when you’re passionate enough about something, it generates productivity I love travelling, I love food, and I love attending exhibitions. In other words, all the interesting, fun and beautiful things in life. At the same time, I love to write, take pictures, record, and share. While registering social media accounts is easy, for those who like to collapse on the couch every day after arriving home from work after 8pm, it is the problem of the century to persevere. Not many people nowadays who still write, “So please keep on going!” They tell me. This, and seeing new followers come in, keeps me going. Each time I post, I get new fans. They express their approval and appreciation in all kinds of different ways in their comments. I am overjoyed every time I read their comments, or read that they gave in to temptation and bought something I recommended. I love to interact with my fans by talking to them and discussing traveling and ways to have fun.
travel CATAlog 87
Fortunately it’s what I like
Up to now, I feel my content creation has been the most satisfying thing in my life and my biggest accomplishment. One fashion blogger named Rebecca said this about finding success: “To do something well does not mean to toil away at it or to count on luck solely – it is about being in the right place at the right time with the right people.” The precondition is that you must be passionate enough about what you do. How much are you able to invest into what you love doing? Only when we really love something can our potential be fully unleashed. That’s because we will think of every possible means to do it better. No matter what industry, once you come out on top, the rewards will never leave you disappointed. A while ago, I interviewed world champion street dancer Xiao Jie. What struck me the most was how he repeatedly emphasized the importance of “being dedicated to your work” and “staying true to yourself”. He said that, apart from sleeping and eating, there is nothing in his life but dance. In my case, I am gradually starting to live the life I want. I receive invitations from hotels and restaurants to review them and invitations to social media events. I have also signed a contract to represent Springtour as a professional traveler. I have collaborated with major brands in the fashion, beauty, lifestyle, and wellness industries. More and more opportunities are coming up. While creating theINSIDER, I interviewed a lot of KOLs. Becoming an influencer really is, as one puts it, “painful but happy at the same time.” You might envy KOLs: They are surrounded by heaps of fans, receive gifts from brands, and all they do is look glamorous all day. But, if you should know one thing, it’s that the path is far from easy or straightforward. In the course of putting together this magazine, I’ve identified five characteristics of successful KOLs.
1 Endless Curiosity 2
Shameless Bravery
When interviewing Xiao Jie, I asked him what advice he had for young people who wanted to become dancers. He said, “When you find yourself on stage, no matter how you dance, you first need to have the courage to dance, the courage to express your “shameless” side, the courage to take this step.” Before I got involved in social media, I had thin skin and was very low-key, but now I participate in all kinds of social events, pitch myself to brands and think of every possible way to promote myself.
4
Good Sense and Analysis
You need to keep up with hot topics and sense, before others, when a social platform has strong potential. At the same time, you need to learn from the hottest tweets and analyze why they were so explosive. You need to study constantly and research the most popular trends every day.
Besides my full-time job of researching KOL industry trends, I also maintain my blogging and gain practical experience. You have to always stay at the vanguard of your industry and be filled with curiosity. You have to continuously explore and discover – continuously deliver the most unique and useful information to your fans.
3 Expertise While perseverance is important, sticking to what you’re good at will bring confidence. It will also be your shortcut. For example, I sometimes get fashion-related opportunities. The thing is, I have always found putting outfits together to be extremely tedious. I’m not one of those people who starts posing as soon as they get in front of the camera. I love travelling. I love exploring and taking pictures from interesting angles, and I love sharing beautiful things. So why not just stay myself? After all, if something doesn’t suit me, not only will the process be very tiring, but I also might not be able to do it well.
5 Post-Honeymoon Perseverance I have a friend who was set on becoming an internet celebrity. I gave her a lot of tips and she did everything accordingly. Later, I found out she had even gone as far as immediately registering on, and using, some of the social platforms I only mentioned in passing. In other words, she went the extra mile. She worked hard every day taking pictures and creating new content and, in a very short time, her efforts started paying off. Another friend is a male beauty blogger. I watched him work his way up from an ordinary person to a full-time KOL. It’s not enough to say he worked hard; he was trying out colors until the skin on his lips started peeling. He had 20 or 30 collaborations in his first month alone. I wholeheartedly admire his efforts. If you would like to set your foot into this industry, you have to ask yourself one question:
Will I be able to keep doing this after my initial enthusiasm and the honeymoon phase have passed?
travel CATAlog 89
Money is not everything, KOLs should spread positivity
Helen and her husband have been travelling together for 10 years. They have visited more than 40 countries across five continents, and they are still on the road. Helen went from business management to being a social media KOL, and from travelling just twice a year to being away for six months a year. While the amount of time she spends on the road has changed, her passion and attitude to exploring the world have not.
90
Q: What are your hobbies and interests besides work? A: It’s still traveling. I also like watching movies. Q: Is there anyone you admire in the industry? A: Da-Image. Although his main focus now is photography, film and behindthe-scenes production work, he is, in my mind, one of the very few producers in travel photography circles who can meet and exceed client requirements under any circumstances. Q: What advice would you give to aspiring bloggers? A: First, make sure you have a profession and abilities to establish yourself in society, and only then talk about becoming a “professional blogger”. Don’t put money above all else, don’t be shortsighted in only pursuing financial gain and fame. A blogger’s job is to bring positivity to society and to fans. It’s not healthy that being a KOL has become a “career” I think it’s not very healthy that being a KOL has become a “career”. I hope that KOLs have other skills to help them get a foothold in society besides making income through product recommendations and business collaborations. Only once you have stability, can you do recommendations and reviews objectively. This is what it means to be truly accountable to fans and the industry.
Q: Who or what do you love most in life? A: My husband and my parents. Q: What was your favorite trip? A: My honeymoon trip with my husband. Later, we went to many more – perhaps even more beautiful – places, but it’s really not easy to match the unique happiness of a honeymoon. Through my travels, I spread positivity For my husband and I, traveling is something quite ordinary and insignificant, and not any different from other hobbies. We don’t flaunt it or give it some special significance. Rather, it has become just a part of our lives – a way to be happy. If, in the process, we can also bring positivity to society and show a new side of Chinese people to those from other countries, these would count as additional perks. Because I focus on what I’m good at – strategic travel journals – and have a deep understanding of difficulties and struggles professionals encounter while traveling, I have attracted a group of readers who follow in my footsteps when they travel. They copy my routes, activities, and even go to the same hotels and restaurants. This saves them a lot of time and energy on doing their own research. In the long run, I hope to be able to help more people enjoy the pleasures of traveling outside their busy work schedules.
Q: What is a talent you wish you had? A: Painting or music. I don’t value skills you can acquire through hard work as much as those that require a natural gift. Q: Are you happy in your life as a blogger? A: Producing content requires a lot of time and energy. In fact, this has had quite an impact on the natural and relaxed way of traveling that I personally prefer. However, nothing is perfect, and we need make sacrifices sometimes. So, I can’t say I’m not happy. For fans with financial means, the content cannot be too commercialized I gradually accumulated fans through my travel journals and recommendations. They are mainly professionals over 30 and families with a solid financial foundation. A small part consists of students. I usually interact with them by answering their questions, but these types of people are quite busy, so the amount of interaction is not very high. Because I also have an income from another profession, I consider being a travel KOL mainly a hobby, so I haven’t become overly commercial. Also, I don’t need to advertise any products I’m not on-board with or that I don’t use myself. My business collaborations don’t over-consume the trust of my fans. If a brand reaches out to me for collaboration, I generally consider whether this is something that I would be willing to spend my own money on. I normally choose products with a nice feel, or big brands. I also hope to have long-term collaborations with clothing brands because I usually need to choose clothing for appearing on camera. Because I choose collaborations carefully and because I have been lucky, communication with all the clients I’ve had has been marked by mutual respect and understanding. We have completed all collaborations smoothly.
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travel CATAlog 91
Travel blogging started on an unintentional note. In an era when everyone can travel and everyone loves sharing pictures, anyone can be a travel blogger. However, a good travel blogger should inspire people to travel, give useful tips, show new ways to look at the world, and encourage more people to record and share their experiences. We can describe how we became travel bloggers in five words: totally out of the blue! During our honeymoon in 2014, A Hou picked up the camera for the first time to record our trip. It was also the first time we brought a tripod so we could take some couple selfies during our trip. Afterwards, we uploaded these couple photos online, and at the same time shared some awkward, funny behind-the-scenes moments. Absolutely Completely unexpectedly, we received a lot of attention, comments and support. There were also couples who recorded their romantic trips based on the experience we shared. It was exactly this kind of encouragement from people we have never met that made us realize that something small that we did could influence others. This was a wonderful feeling. We changed careers and became travel bloggers. To have more time and freedom, we focus on doing what we love and doing it well.
Stand out visually, push your limits from time to time Later on, we managed to shake of f any easily recognizable style through visual uniqueness. We don’t want to repeat ourselves, so each time we go to a different place to take pictures or videos, we try to challenge ourselves with new techniques and discover new creative possibilities for content. We are very satisfied with our lives as bloggers. Although it is tougher than having an ordinary job, we have also discovered more possibilities for ourselves, broadened our horizons, and forced ourselves to learn.
Creating a 2,000-strong fan group
As travel bloggers, we normally interact with our fans on public Weibo and WeChat accounts. We also have a 2,000-member fan group where we communicate with everyone. If there are questions, everyone tries to help answer them. We have a lot of students and young office workers among our fans. Because of our experience studying abroad, we also have quite a lot of YouTube followers overseas.
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What would you like to say to aspiring travel bloggers? I hope you are an optimistic person who can smile at criticism, but is able to change.
I hope you are a self-disciplined person who knows how to organize your life and work.
I hope you are a dedicated person, passionate about the things you love, and able to help others be courageous.
Looking forward to crossover collaborations We have worked with the British Tourist Board, France’s Travel Development Agency, New Zealand’s Tourism Bureau, and others. Equipment brands we have worked with include DJI, Sony and Fujifilm. Some other brands are Huawei, Royal Caribbean Cruises and BYD Auto. Actually, we don’t reject collaborations with brands from any industry. We believe that crossovers are extremely interesting and can produce a different kind of spark. We worked with PARKLU once, with the brand being a famous luxury hotel in Monaco. The whole collaboration process went very smoothly, everyone was very professional, and we managed to build good relationships. We are looking forward to the next opportunity to work together.
Xiao Mo and A Hou
Creative photographers Xiao Mo and A Hou are a couple who travel the world taking photos and filming videos. Xiao Mo has a degree in film studies from the UK, and she has previously worked for a TV station. A Hou recently graduated from London Central Saint Martin’s College with a master’s degree in contemporary photography. Since 2015, they have been working full-time on social media. They have planned and launched two video programs: an inspirational travel guide Vigorous Rush and a fun photography course called The Evil Society of Photography Skills. Both programs got front-page recommendations on major video platforms and gathered more than 1M views per episode.
travel CATAlog 93
Q: What led you to want to become a KOL in this industry? A: I was born with it. My parents always asked us who we wanted to be when we grew up, and my answer was that I wanted to travel around the world. Q: What do you write about in your blog? What are your thoughts about this industry? A: I’m a travel blogger. Travel for me means finding oneself through the exploration of the world. Q: What kinds of fans do you have? How do you usually interact with your fans? A: My fanbase is mostly female, born in the 80s and 90s. One way I interact with them is by giving out gifts. Q: What makes you different from others in the industry? What’s special about you? A: My motto is this: The key to making the most of your travels is having fun! Q: What is the secret of your popularity among fans? A: I can boil my popularity down to my travel stories and travel anecdotes.
The key to making the most of your travels is having fun Q: Which trip was your favourite? A: My trip to New Zealand. Q: What is the source of your everyday inspiration? A: Unique perspectives. Q: What are your interests and hobbies? A: I like fitness, watching movies and variety shows, oil painting, and sketching. Q: Do you have an idol, or someone you deeply admire in your industry? A: Not exactly from my industry, but I admire Roberto Baggio and Yixing Zhang. Q: What brands have you worked with? What brand would you like to work with the most? A: I have worked with a lot of brands — a few hundred. I choose to work with big, international brands from different industries like fashion, beauty, sports, hospitality, food, cars, mobile phones, airlines and travel. I would like to work with Sony the most.
94
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w i t h
Q: What is your most memorable experience working with a brand? A: Most collaborations with brands go very smoothly. My most memorable experience happened just last year, at the end of May. I was working with Pepsi Co during the live broadcast of the 2018 UEFA Champions League final, and even got to kiss the European Cup. Not a bad experience at all — many people would be jealous!
Q & A
Q: Even though you’re not a fashion blogger you are quite fashionable. Do you have any advice for future fashion bloggers? A: In my opinion, fashion is an attitude towards life — it is a part of life itself. If I see a fashion blogger all dressed up, wearing heavy makeup every day, I won’t look at her again. I’d think her life is very exhausting, and I personally would not want to live like that. Fashion must show all aspects of one’s life. I like simple fashion. I get tired of looking at complicated things.
Q: Do you have any interesting stories or unforgettable experiences from your work as a blogger? A: I had the most unforgettable experience during a recent trip. I went to Kazakhstan and experienced an extreme temperature change from +42 C to -10 C. There was no cellphone reception at the top of the mountain, and we faced many challenges with accommodation and our travel route. But, in the end, it all resulted in some deep friendships among those who participated.
LiuWenwen
Q:What is your ideal career path? What do you think about your current work as a KOL? A: I would like to be a producer. My career as a KOL has allowed me to gain a lot of experience in preparation for my future career.
李佳迅 Sue & Roy 黃元甫
ea
v tra
el music vid
ad m We once
s. y eo in four da
Q:
What led you to become KOLs in this industry? A: Even back in our student days we loved to live freely. We loved going to foreign places in search of new experiences and talking to all kinds of different people. We kept this passion even after we found jobs. In the end, we decided to quit our jobs and combine travelling with freelancing.
Q:
What makes you different from other KOLs in your industry? A: As a couple, we have a singular personal style and interact with fans a lot. We have plenty of stories to tell and are good at expressing travel experiences through music.
Q:
What is the secret of your popularity? A: We produce constant, frequent, highly personalized content based on the hottest internet trends, like short videos. That, and tons of fan interaction.
96
Q : What brands have you worked Q : What kind of fans do you have, Q : What are your dream jobs?
with?
and how do you interact with them?
A: Huawei, Christian Dior, La Mer, Dyson, Cathay Pacific, The Parisian in Macao, Canon, Nescafe, Amazon, Kindle and others.
A: Our fans are mostly university students born in the 90’s and white-collar workers. After posting something, we answer fans’ questions and comments as soon as possible. While travelling we look for interesting gifts to reward the most active fans, send postcards to some of them, and so on.
A: Explorers and producers of travel documentaries.
Q : How do you see your career?
A: Our current career strikes a great balance between hobby and work. It has given us so many opportunities for new experiences. We feel very lucky and cherish being able to have this kind of life.
Q : What are your hobbies and interests?
A: Singing, board games, films, photography, and collecting antiques.
Q:
How do you choose brands to work with? A: First of all, we do our best to choose brands that are relevant to our travel lifestyle, because only then can we best spread high-value content. Other than that, we favor international brands or brands that have great reputation in their industry.
Q : What inspires your daily posts?
A: Our travel experiences, everyday interactions, and conversations with each other.
Q:
Do you have any unforgettable stories to share from your blogging careers?
A: We were invited to participate in the Moscow A Capella International Music Festival. There, we met and chatted with the mayor of Moscow. That was the kind of amazing experience that being bloggers brings us, and one that cannot be exchanged for money.
Q:
What is your most memorable experience working with a brand?
A: In June, 2017, we accepted an urgent collaboration request with Huawei Skytone. We created an original song in three days, then went to Indonesia, and in one week completed filming in four different cities, all on our own. After coming back, we spent another four days creating a custom travel music video for the client. To this day, we think that this experience made us unleash a huge creative potential, and it also left us an amazing piece of work that both the client and our audience liked.
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luxury CATAlog 97
travel CATALOG
01.旅游约吗
Beijing
Weibo blogger Top mentioned brands: Disney; LEED; Disney Baby Content types: Travel Fans: 7M 6.8M
98
travel CATALOG
02.可乐瀚
Fujian
Weibo vlogger, globetrotter and travel guide writer Top mentioned brands: Ctrip; Lotto Sport Italia Louis Vuitton Content types: Travel Fans: 1.6M 1.6M
03.瑶瑶也不远
Overseas
Travel and food video content creator Top mentioned brands: Airbnb; Kenwood Content types: Travel Fans: 1.2M
travel CATAlog 99
travel CATALOG
05.李晓莹suri
Guangdong
Toutiao contributor with content on skin care and travel Top mentioned brands: Ctrip; ZeroWater; Dunhill Content types: Travel Fans: 400K
100
07.另维
Overseas
Travel experiencer and Tencent NBA anchor Top mentioned brands: Green-A; NBA; SK-II Content types: Travel Fans: 306K
06.十三阿全
Zhejiang
Fashionista travel couple Top mentioned brands: Taobao; LEED; Content types: Travel Fans: 338K
04.大侠-V5
Jiangsu
Suzhou-based travel blogger and Ctrip-signed travel photographer Top mentioned brands: fliggy;China Southern Airlines Content types: Travel Fans: 793K
travel CATAlog 101
travel CATALOG
08.Sukeytong
Guangdong
Travel guru and Mafengwo-sponsored traveler Top mentioned brands: Airbnb; LEED; Farfetch Content types: Travel Fans: 24K
102
09.一姐那些事儿
Zhejiang
Globetrotting hostel owner Top mentioned brands:VPL Content types: Travel Fans: 14K
10.八力奈 Overseas Filmmaker and travel expert Top mentioned brands: Suki; Olympus; Oreo Content types: Travel Fans: 20K
11.溋生
Hunan
Office worker who loves traveling and photography, and Mafengwo traveler Top mentioned brands: Tmall; ANA; Dana Content types: Travel Fans: 5.4K
travel CATAlog 103
MiZijun
The Healing
Power of Food Q : What are your thoughts
Q : What led you to become a food KOL?
A: Who doesn’t want a perfect way to combine business and pleasure? I feel really lucky: Although I’v been interested in food since I was little, I started seriously considering it as a possible career path entirely thanks to the influence of first generation overseas food bloggers. No one was developing this industry in China at that time, and I was lucky to become one of the first people to try.
on the food industry?
A: In over three years of being a food blogger, my passion for food hasn’t diminished a bit. My love for food has naturally attracted other foodie fans. The fact that I had a clear positioning and understood myself ensured I was able to continue down this path. At the same time, I’m a true believer in the healing power of food. To the ordinary person, food is the most common, most direct source of happiness.
Q : What makes you differ-
ent from other KOLs in the industry? A: Hmm... I love to eat -- eat a lot -- but that I don’t get fat? It feels somehow obnoxious when I say it out loud [haha]. You definitely can’t get rid of the “big eater” label, but I do work really hard to recommend the best products to my fans and stop them from buying those that aren’t worth the money. That’s just how I am – I would hate it if they had a bad experience. After all, food and good mood go hand-in-hand!
Q : What is your secret to be-
coming so popular with your fans? A: I realize more and more that it is never your packaging or business operations that attract fans, but your charisma. Here are the preconditions for that: Stay true to yourself, have good content, and don’t be pretentious.
Q : Where does your daily inspiration come from?
A: Inspiration comes mostly from my fans. I focus on what they want to see rather than on what I’m dead-set on sharing. In our fan-centered economy, you really need to focus on the consumer, regardless of what you blog about.
Q : What do you think about your career right now?
A: I’m definitely happy with my career currently. Perhaps what I hope for the most is to spread joy and positive energy to young people through my influence as a blogger.
Q : Are you happy with your life as a blogger?
A: It may seem like food bloggers live the life, with lots of nice things to eat every day and a following of fans on top of that. But, that doesn’t even begin to describe how happy I am.
Q : What
advice would you give aspiring bloggers?
A: My advice to wannabe bloggers is to always follow the principle that content is king. Put more time and thought into creating even better, higher quality content. Also, make sure to interact with your fans a lot and grow together with them. SCAN FOR MEDIA KIT
F&B CATAlog 105
FOOD & BE V
E R AG
E 04. 颖涵的快厨房
Beijing
Food blogger on Miaopai and Sina Weibo Top mentioned brands: Pai; ZeroWater; Marvel Content types: Food&Dining Fans: 934K 451K
106
01.办公室小野
Sichuan
Professional makeover vlogger and food blogger Top mentioned brands: Facebook; Tmall; Taobao Content types: Food&Dining Fans: 5.5M
02.Nicole的生活书
Guangdong
Food writer, food designer, photographer and author of multiple food books Top mentioned brands: LEED; HERSHEY’S KISSES; Tmall Content types: Food&Dining Fans: 3.3M
03.雯婷茜子
Overseas
Food illustrator and nutritionist Top mentioned brands: serafinozani; Taobao; Ziinlife Content types: Food&Dining Fans: 958K 3K
F&B CATAlog 107
O FO
D
&
V E B
AGE R E
05.鳅小主
Chongqing
Radio host in the food industry Top mentioned brands: Mandarina Duck; Lawson; Disney Content types: Food&Dining Fans: 708K
108
06.Alvin的美味厨房
Shanghai
Founder & CEO of Akitchen, a cooking tech company Top mentioned brands: Kitchenaid; Kewpie Baby; ZeroWater Content types: Food&Dining Fans: 488K
07.H小姐的公开日记 Hong Kong fashion blogger and food explorer Top mentioned brands: Green-A; ISE; Koh Content types: Food&Dining Fans: 335K
08.LEMON柠 Travel blogger with a focus on skin care, outfits, food and trip advice Top mentioned brands: Green-A; ISE; Koh Content types: Food&Dining Fans: 323K
F&B CATAlog 109
E G A R E V E B & D O FO 110
09.莊祖宜
Sichuan
Chef, food writer and author Top mentioned brands: Phillips; LEED; ANA Content types: Food&Dining Fans: 305K
10.耀扬的Recipes
Beijing
Food lover and chef at Saffron Restaurant, Beijing Top mentioned brands: Miele; Taikoo; Opening Ceremony Content types: Food&Dining Fans: 281K
11.小俊梁
Hubei
Food and travel connoisseur Top mentioned brands: Air Asia; AirAsia; Orlane Content types: Food&Dining Fans: 243K
12.wikicookjoyce
Shanghai
Food writer Top mentioned brands: Amazon; Tmall ; Joyce Content types: Food&Dining Fans: 234KM
F&B CATAlog 111
E G A R E V E B & D O FO 15. 吃货大叔Dennis
Beijing
Blogger and connoisseur focused on home cooking Top mentioned brands: Minon; Michelin; Content types: Food&Dining Fans: 178K
112
13.胡小May
Overseas
Master chef famous for elaborate pastries Top mentioned brands: Maltesers; Baileys Content types: Food&Dining Fans: 228K
14. 烘焙怪老头-曹继桐
Beijing
Chinese sugar art master, president of Les Ambassadeur du Pain China and founder of Gino’s Baking Arts Gallery Top mentioned brands: Apple; HHSN; Rituals Content types: Food&Dining Fans: 217K
16. 愛烹飪的潮叔ken
Taiwan
Executive Chef at Deng Wei Creative Food Art Museum and Chamate Product Development Department Top mentioned brands: Sanko; PALDO; KOKA Content types: Food&Dining Fans: 80K
17. 好好yc Food blogger who shares kitchen stories Top mentioned brands: YDE; COFCO; ZeroWater Content types: Food&Dining Fans: 76K
F&B CATAlog 113
Super k i d s
Q & A
4
w i t h
Mom KOL 维 尼 四 宝 妈
Mother of four with 14 years of parenting experience The supermom of Hunan TV talk show Day Day Up, Weini is a mother of four, an authorm and an actress. In her cooking, she specializes in Chinese cuisine.
114
r
m L
Q : What was your most memora- Q : What is your dream job, and Q : What made you pursue your ble brand collaboration?
A: Brand representatives always worry about the pace of hosting and how smoothly everything will go. Once time, during a first collaboration, one such representative worried that I, as a mom, would not be able to provide a professional opinion. In the end, that first day went unexpectedly smoothly. However, because the director’s script had finished too quickly, we didn’t have enough live-streaming content. So, besides hosting, I also shared a lot of content on the spot as an expert. That was a real eye-opener for everybody.
Q : What was your worst experience working with a brand?
A: None. Every time has been very pleasant. Through these experiences I have also met many highly successfully individuals and industry professionals, which led to immense personal growth for me.
how do you see your current career?
KOL career?
A: Originally, I wanted to be a performer. This was actually what I studied to be. However, I started a family young and became a mother, and that’s why I put all my effort into parenting. I still enjoy the happiness and fulfilment of being a mother a lot. Although it gets very hard and busy at times, I feel that every day of my life is worthwhile.
A: I have four kids and I wanted to share my parenting life.
Q : What
Q : How do you interact with your
hobbies?
are your interests and
A: Watching movies and singing.
Q : What was your favorite travel experience?
A: I really enjoy each trip. As long as my children are with me and the whole family is together, this is real happiness.
Q : What is your biggest regret?
A: I don’t have any. Don’t let yourself have regrets. Just go and do whatever it is you want to do. Even if you fail, at least you will have taken that step.
Q : Are you happy with your current life as a blogger?
A: I feel extremely rewarded and happy.
Q : What is your secret to gaining popularity?
A: I am very thorough in everything I do, and I try my best to streamline how I present my daily life, whether it’s through text, pictures or videos.
fans?
A: I interact with everyone through daily live-streaming sessions. We chat about parenting, self-care and health. I take my fans to see a different world and learn something new.
Q : What is the source of inspiration for your daily posts?
A: Daily interactions with my four kids bring a lot of emotions and inspiration.
Q : What advice would you give to aspiring bloggers?
A: Share your content naturally, don’t fake it. I would like to encourage mothers to look at their lives and their kids with a positive outlook, to grow and learn together with them.
SCAN FOR MEDIA KIT
115
的欢－gladys My background is in design, and I previously worked as a UI designer at a fashion app company. Now, I’m a fitness blogger and also run a popular Taobao store for fitness clothing. Also, I’m an expectant mother. Right now, I am eight-and-a-half months pregnant. If you’re reading this, that means my baby has already been born. I started dating my husband at the beginning of 2007, and we got married after graduating university. We are still going strong after 11 or 12 years together, and I’m very grateful for having him by my side all these years. In 2018, we will welcome our baby into the world and are really looking forward to this new chapter of our lives.
Fitness is like getting pregnant: If you are persistent, you will get rewarded I started working out for a very simple reason. My desk job was making me chubbier by the day, and since I was working in the fashion industry, I was always surrounded by beautiful things. On top of that, my boss loved to roast everyone, - I felt I couldn’t go on expanding, so I turned to the path of fitness. Fitness is like getting pregnant. Some people give up after three months, but if you stay patient and keep trying a for a bit longer, you will be rewarded by noticing the change in your body.
116
To blog is to constantly learn and improve My fans are mostly girls: university students, single girls who have just started working, and new mothers. I also have a fan group where we share experiences and progress together by exchanging workout plans and healthy meal ideas. In terms of social media, you have to post meaningful content which has value to fans and is helpful. Sometimes I meet kids who also want to become bloggers. I tell them that first of all they need to lay solid foundations. For instance, if you’re at university, you need to master that knowledge and prepare for the future. If you are strong, you will be ready for what comes your way. Often, if you have just started as a blogger, it is a good idea to keep your day job. Being a blogger is a process of continuous learning and improvement. Bloggers can do a lot to help people if they make their content meaningful rather than full of self-glorification.
Choosing the right collaborations lets me bring a healthy lifestyle to my fans I choose to work with brands that fit my positioning as well as those my fans like. At the beginning, I worked with a lot of fitness and healthy lifestyle brands, and also with some companies that make digital products. My fans are also interested in skin care. By choosing to collaborate with the right brands, I can bring a healthy lifestyle to them. Recently, due to my pregnancy, I have worked with maternity and baby industry brands. Products include nutritional supplements for pregnant women and various baby products.
Bloggers should post helpful & meaningful content, not indulge in narcissism
SCAN FOR MEDIA KIT
01. 刘楚恬 Child actress best known for her roles in The Legend of Miyue (2015) and Meow (2017)
NG DS FAS KI HIO DS N PA RE N T
I
G KI
S ID
N IO
S E FA PAR
N
P SH PA S FA D N I IO HION TING K
R
N
DS KI
FA S
H
NT
KI DS
H
IN EN ING E FA KIDS FASHIO NT NTING N E T K P A RE AR S I IN R PAR D DS FA I S D K H I A E O N N S PAR T E KI N I F N N T ING A G S IO K I DS
P
N NTING P IO AR E SH NP FA SHIO FA
K ID ING KID S T I F D A S H A RE N S GK P I O F N IN ON A FASHION I P P S A D R A E NT R G KI SH
S FA
SHION PARENTIN G
G
EN
K
EN T I NG
IN P A G RE N K TI N
G
SH I O
ON
ID
D
K ING
G IN
PAR KI S G A A N P S F ENTI NG KIDS FASHION PA ENTING I REN N ID AR RENT T A R P E N N TIN IO
T EN
IO NG SH
DS KI
R PA
118
N
G
N
G IN
IN
HI O
O
AS
TI FA ENT ON PARENTING KIDS FASHION KID TIN S R G S I PARENTING P N K H I A D S FA SHIO F RE PA ID AS A S S FA F H N ION S KID T H
Top mentioned brand: Kangshifu; Apple. Content types: Kids fashion Fans: 3.4M 258K
PA PAREN RE PA TIN N GK TI RE PARENTING KIDS FA NG N I DS S H ION IDS FASHION PAR FA K ING K E NT T N P E I N S R AR GK PA ID EN HI S F T
02.安淇尔apple
Hunan
Participant of Hunan TV reality show The First Grade, Smart7 and Weibo blogger Top mentioned brands: Alpsinestars; Cros; Fila Content types: Kids fashion Fans: 1.2M 128K
N
R PA
ING KIDS FA EN T S H IO N
KIDS PAREN ING TIN T N G E R KI A P
DS
ON HI AS
ENTING PAR
KID S F AS H 03. Silvia
F
IO
N
PA
NT RE
ARENTIN ION P G K SH ID FA S
ING KIDS FA SH IO N
KID S F AS H
PARENTING K HION I DS FAS NG KIDS F I F A T S N A H IO S DS AR E N H P HION PA K I ON P I DS FAS
ENTING PAR
G
KIDS PAREN ING TIN T N G E R KI A P
ON HI AS
F
IO
DS
ARENTIN ION P GK H S ID FA S
Overseas
Kids’ fashion KOL and mother of two who loves travelling, shopping and food Content types: Kids fashion Fans: 170K
Kids fashion CATAlog 119
04. 曹博轩
Zhejiang
Child actor on TV show Charming Daddy Top mentioned brands: LEEDS Content types: Kids fashion Fans: 124K
120
05.严亦舒
Zhejiang
Five-year-old Sina Weibo blogger and performer Content types: Kids fashion Fans: 40K
06.童模_曹雅晴 Sina Weibo parenting video content creator and Taobao store owner Content types: Kids fashion Fans: 31K
07.萌妹子柒哥
Zhejiang
Baby clothes KOL and Taobao shop owner Top mentioned brands: Taobao; Midea; Disney Content types: Kids fashion Fans: 30K
Kids fashion CATAlog 121
08.nemo的妈妈咪
Zhejiang
Sina Weibo parenting blogger
KID
S
F
N O I H S A
122
Top mentioned brands: Disney; Samyang; FamilyMart Content types: Kids fashion Fans: 29K
09. Mtooth
Fujian
Amateur designer who makes children’s clothes by hand Top mentioned brands: ISE; Kiehl’s; OLAY Content types: Kids fashion Fans: 5K 10.CC妞萌妹
Guangdong
Parenting blogger who often shares parenting tips Top mentioned brands: Taobao Content types: Kids fashion Fans: 16K
11.凌岑七七
Zhejiang
Child actress with roles in Eternal Love (2017) and The Legends of Monkey King (2017) Top mentioned brand Celine; It’s Skin Content types: Kids fashion Fans: 13K
Kids fashion CATAlog 123
01. 欢子妈妈 Millennial mom of two and Sina Weibo parenting blogger Content types: Parenting Fans: 1.6M
124
02.念奺是陳小派老娘
Shanghai
Makeup expert and parenting authority Top mentioned brands: Kiehl’s; Sephora; Estee Lauder Content types: Fashion; Parenting; Makeup Fans: 1M
03.若熙_媽咪 Mother of two, parenting blogger and food connoisseur Top mentioned brands: TMall; Disney; Biostime Content types: Parenting; Makeup Fans: 1M
parenting CATAlog 125
PA R
E N TI
Parenting blogger Top mentioned brands: Disney; UNIQLO; ACES Content types: Parenting Fans: 260K
06.王大发的小号
Shanghai
Lifestyle and parenting blogger
N
NG I T
Top mentioned brands: Abbott; Apple Content types: Parenting Fans: 166K
PA R E 126
NG
04.鱼儿妈Annie
05.CallMe王阿姨 Skin care blogger and senior cosmetics manager Top mentioned brands: Lancome; ZeroWater; Clarisonic Content types: Makeup Fans: 175K
parenting CATAlog 127
NG TI
N
E R PA
128
09. JENNYJENNY11
Shanghai
Maternity, babycare and parenting blogger Top mentioned brands: Disney; EGO; Lego Content types: Parenting Fans: 29K
07.MoMo的娘亲 Mother and Taobao shop owner Top mentioned brands: Enzymatic Therapy Content types: Parenting Fans: 20K
08. 嘉嘉and旦旦
Shanghai
Photography, cooking and parenting blogger Top mentioned brands: Taobao; Dooky; NUK Content types: Parenting Fans: 13K
parenting CATAlog 129
P
A
130
R
E
N
TI
NG
01.清晨印记
- B ABY
Guangdong
Sina Weibo parenting blogger Top mentioned brands: Biostime; Disney; ChildLife Content types: Parenting Fans: 1.1M
02.幸福妈咪燕子
Beijing
Maternity and baby care blogger, live-streamer and parenting influencer Top mentioned brands: Tmall; Biostime; Enfamil Content types: Parenting; Travel Fans: 1M
03.零落妈妈
Beijing
Babycare expert who live-streams on fashion, food and traveling, and frequent magazine contributor Top mentioned brands: Tmall; Biostime; Enfamil Content types: Parenting Fans: 1M 101K
04.小蛙爱Q宝
Shanghai
Sharer of daily outfits and baby pics Top mentioned brands: ZeroWater; SK-II; Midea Content types: Fashion Fans: 486K
Kids fashion CATAlog 131
P
E R A
ING T N
- BAB Y
07.皓妈玟玟
Guangdong
Full-time mom obsessed with making healthy and beautiful things Top mentioned brands: Taobao; MI; Pigeon Content types: Parenting; Food&Dining Fans: 140K
132
05.花与兽孕妇瑜伽
Shanghai
Parenting and yoga blogger and occasional yoga teacher Top mentioned brands: Dooky; Hin Sang; LEED Content types: Parenting; Fitness 粉丝: 272K
06.澄海方华数码 Taobao shop owner Top mentioned brands: CASIO; Apple; Taobao Content types: Fashion Fans: 233K
08. Gina_Wang
Overseas
Maternity, baby care and parenting blogger, and Taobao shop owner Top mentioned brands: FamilyMart; SOLE; Taobao Content types: Parenting Fans: 106K
Kids fashion CATAlog 133
T PA R E N
I
BAB G Y N
10.Lovi-mela
Shanghai
Taobao shop owner Top mentioned brands: Cotton On; United Nude; Taobao Content types: Parenting; Fashion Fans: 73K
134
09.于家s妈
Overseas
Editorial columnist at a popular childcare magazine, photographer, and Toutiao contributor Top mentioned brands: BLACKMORES; Apple Inc; Content types: Parenting Fans: 100K 92K
11.林小静1029
Beijing
Runs a dance studio for children Top mentioned brands: Midea; IKEA; Super Content types: Parenting Fans: 57K 51K
12.萌兔蛋宝
Beijing
Foodie and new mom Top mentioned brands: MAMEE; Gudong; SHISEIDO Content types: Makeup; Parenting; Food&Dining Fans: 5.1K
Kids fashion CATAlog 135
Samĺ´” Originally from San Francisco, I double majored in International Business and Chinese while in university, which led me to take two study abroad trips, one in Taipei, and one in Nanjing and Shanghai. I then proceeded to work as a stylist assistant in Taipei for a few months, before transitioning into a fashion buyer at an ecommerce brand in Shanghai. Shortly after arriving in Shanghai, I became a frequent user of Chinese social media apps like KuaiShou, Weibo, and Xiaohongshu to share my style and sometimes my cooking.
SCAN FOR MEDIA KIT
136
Foreign CATAlog 137
Q: Why do you choose to live in China? Tell me about your impression of the city you live in. A: I like the fast pace of many of the first tier cities in China. I always found San Francisco to be very slow paced. I’ve been living in Chengdu going on two years now, and although for the most part it is also a pretty slow-paced city, you can find the rush when you need it. Q: What influenced you to become a KOL? A: Initially, I didn’t really have an interest in “becoming a KOL”, I was just sharing the content that I found interesting, and some people also found it interesting, so they started following me, and now we’re here.
Q: How do you think the KOL industry in China is different from that in foreign countries? A: I feel like the environment is a lot more developed in China than in many other countries, and a lot more accessible. It seems like there are agencies for all levels and types of KOLs in China, whereas it seems like many agencies in the US are pretty much relegated only to those influencers with 1m+ followers.
Q: What distinguishes you from other KOLs in this field? A: Although there are many foreign KOLs in China, the majority are all more comedy-focused, while the main successful fashion KOLs are all Chinese.
138
Q: What are your hobbies and interests outside work? A: After beginning my transition into more video based content, I’ve developed a real passion for video editing and sfx work. I’d love to get more into the digital media and marketing side of that kind of work.
Q: What are your main social media platforms? How do you usually attract followers? A: Xiaohongshu, KuaiShou, Douyin, and Weibo. I usually try to be very timely with sending out content, best case scenario is to have new content every day, but that’s become difficult as more content has gone from photos to video.
Q: What are your followers like? How do you interact with them on a daily basis? A: The majority of my followers are younger, university age. I’ll typically have interactions pertaining to how to adapt to specific new trends.
Foreign CATAlog 139
01.DavidHohhot
Hohhot
Comedic Blogger, principal of New World Language School, and authorized Sina Weibo content contributor Top mentioned brands: Aria; Taobao; Super Content types: Entertainment; Parenting; Travel Fans: 1.63M 663K
140
02.Real信誓蛋蛋
Guangdong
03. 拂菻坊
England
Comedic blogger focused on Weibo
Sina Weibo comedic blogger
Top mentioned brands: KFC; McDonald’s; OMA Content types: Entertainment; Fitness; Travel Fans: 1.13M WeChat Account: hey信誓蛋蛋
Top mentioned brands: Brunch; Disney; Apple Content types: Food; Travel Fans: 1.45M 802K
04.郝给力
Shanghai
05. 铁蛋儿Tyler
Dalian
06.安闹闹的闹厨房
Beijing
Sina Weibo fashion and makeup content creator, and men’s fashion blogger
Sina Weibo comedy content creator and WeChat store owner
French cuisine expert, chef, host and frequent frequent TV guest and host
Top mentioned brands: Tmall; ZARA; Shanghai Fashion Week Content types: Fashion Fans: 769K 64K
Top mentioned brands: Need; Y’s; FORU Content types: Food; Parenting Fans: 588K 315K
Top mentioned brands: EOS; BOSCH; Johnnie Walker Content types: Food Fans: 359K 145K
Foreign CATAlog 141
07.水哥Walter
142
Amercia
08. 洛瑞艾Laurier
Canada
09.Amy艾米饭
Beijing
Douyin entertainer
Musician and Miaopai KOL
Australian artist working with Tianjin Jufeng Media
Content types: Entertainment; Travel Fans: 322K
Top mentioned brands: Need; booking.com Content types: Entertainment; Photography; Travel Fans: 145K 4.9K
Top mentioned brands: LEED; Great Wall Wine; PALDO Content types: Food; Fitness; Travel Fans: 104K 30K
10.Saul应轩冉
England
11.ASKVINCENT
Beijing
Tsinghua University graduate, TV anchor, and Tuniu travel professional
Toutiao column writer and your guide to foreign love affairs
Top mentioned brands: EGO; Sante; WEGO Content types: Makeup; Travel; Entertainment Fans: 72K 58K
Top mentioned brands: American Apparel; Facebook; FLIRT Content types: Fashion; Fitness Fans: 14K WeChat account: AskVincent
12.HayleyLyla郭聿婷
Hongkong
Chief editor of fashion blog 179cmandup, Founder of fashion brand Studio179 Top mentioned brands: Airbnb; Monki; Ted Baker Content types: Fashion; Travel Fans: 21.2K 10.3K
Foreign CATAlog 143
KO
144
OL
145